Factors Influencing Online Consumers' Intention to Purchase in an Online Auction and Shopping Website in Thailand

Online sales method is significantly becoming a fast business. Specially, online auction and shopping website have also become rapidly growth and more and more suppliers and consumers are entering this market. Therefore, the factors influencing online consumers’ intention to purchase is the key factor determining how attractive them to purchase good and products with on online auction and shopping website. The study examines the factors influencing between online information system quality, online auction price, and online service quality toward online consumers’ intention to purchase in an online auction and shopping website in Thailand. The questionnaires were developed from many previous researches. The data was collected from 397 online consumers of Sanook.com. Pearson’s Correlation Coefficient Analysis and Multiple Regressions were used to test the hypotheses.
The results of this study show that online information system quality has positive relationship to online consumers’ intention to purchase as hypothesized. Online auction price and online service quality also have the significant and positive relationship with online consumers’ intention to purchase. This study shows that the perception of online consumer about online information system quality, online auction price, and online service quality are almost equally important to influence their attraction. Moreover, among the three factors, online auction price is the most significant influence toward online consumers’ intention to purchase.